How To Guides: Email Marketing

What if emails weren’t just marketing tools? In fact, what would happen if email became a service, a linchpin in brands’ efforts to create seamless multi-channel shopping experiences? Believe it or not, email as a service exists. And for the right brands, it’s opening the door to opportunities that bridge the gap between digital communication and physical product interactions.

Brands everywhere are embracing customer-centricity, but many relics of brand-centric thinking are still out there. This is definitely the case in email marketing, where we often vilify inbox providers and second-guess our subscribers’ intentions and intelligence. As we approach the New Year, let’s resolve to focus more on serving our subscribers instead of trying to manipul ...

It can be difficult to cut through all of the email noise during the holidays, but there are certain tips all email marketers should follow to get the most out of their campaigns and to provide their subscribers with the messages they’re most interested in receiving. Practicing good email hygiene and customizing messaging based on your subscribers’ past purchase and engageme ...

…, senders can improve their methods surrounding how they collect email addresses, how and when they send to recipients, and how they choose to remove recipients from lists. Takeaways Before kicking off an email marketing campaign, implement authentication methods and establish the brand’s reputation as a sender by complying with spam policies and best…

… the appropriate expectations for how many emails the subscriber will receive and what content will be in those emails. The key success metric for respectful email experiences is high open rates. Functional email experiences The next level up is functional experiences, a goal that is particularly difficult in the complex world of email marketing. The basics…

… Personalizing messages through targeted email marketing creates value in customer communications, but sometimes brands can get too personal. Finding the right balance when sending personalized messages to recipients can be tricky. But understanding purchase behavior, knowing when to withhold information and looking beyond opens and clicks…

… is an email marketing device that drives conversions by simplifying the user response. Instead of overwhelming users with copy and a complex menu of options, easy-click emails plainly and clearly present a single question and two or three visual responses. Easy-click emails make it convenient for users to respond on mobile (which is becoming…

… Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel. Both email marketing and social media have…

… Mail depending on whether you’re using Internet Explorer or Firefox. This email marketing reality can be a tough one for brand managers and graphic artists to swallow, especially if they’ve done a lot of work in print and other traditional media. Rather than striving for an identical experience, try to create a consistent experience — or, even…

… Do you ever feel as if you’re doing everything to boost your email engagement, but your prospects just aren’t buying? Optimizing your inbound marketing regimen for lead generation is no easy task for marketers. Doing so requires creating compelling content that resonates with your target audience, then taking the initiative to promote your…

… In the world of email marketing, deliverability is a core issue. It’s commonly known that when you send an email, it doesn’t always reach the intended recipient. Between the sender and the recipient are intermediaries, namely the internet service providers (ISPs) and email service providers (ESPs), which use a mix of internal algorithms…

… As the internet and technology have progressed over the years, marketers have realized that the old-school approach of email still generates some of the best bang for the buck. While email is a top generator of marketing dollars, far too many people take a simplistic approach and don’t use it to its full potential. One of the most obvious…

… Email marketing continues to reign supreme atop the return-on-investment charts, beating out SEO, content marketing and paid search. When it comes to dollar-for-dollar investments, no other marketing channel beats email. Still, brands can’t expect to hash out lackluster email campaigns, hit the send button, and then just wait for the money…

… in the first place. And if your email marketing platform integrates with your e-commerce software, you can even use their past browsing or shopping history to offer a special discount that will pique their interest. If you’re not taking advantage of automation, you’re missing out on some of the best-performing emails that you’ll ever send. Your…

… personalize email copy, and only one-third use customer data to personalize the products and services featured in an email. So how can marketers personalize their emails while delivering an engaging brand experience to people’s smartphones? The answer is AR. It is the email marketing trifecta: mobile, personalized and engaging. How marketers can use…

… Millennials spend about six hours a day checking email, according to Adobe. Marketers have the opportunity to capitalize on the amount of time millennials spend reading their emails and maximize their email marketing efforts. But how? To make an impact among millennials, marketers need to break the mold, focus their attention and put…

… and irrelevant, others are annoying, and still others are just sad. (If you want me to send you samples, I have hundreds.) And as these cold emails proliferate, I’ve yet to see blowback from the marketing and sales cognoscenti. Believe me, I’ve tried to foment a little bit of feedback on this tactic to no avail. I can no longer stand idly…